COMMON DIGITAL MARKETING TERMS

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It is a term used to discribe transaction between one business to another business rather than individual consumers

It is a term used to describe a transaction between a business and an end consumer. It’s a situation where a business sell products or services directly to consumers 

The percentage of profit or revenue derived from a particular advertising or marketing campaign / strategy. Broadly speaking, small medium sized businesses are best served using profit (vs. revenue) and focusing additional marketing budget on the advertising strategies with a positive ROI (those generating profit in excess of the advertising cost). NOTE: It is impossible to calculate an accurate ROI for advertising if you are not accurately tracking your advertising results!

Typically used in reference to the percentage of visitors to a website that convert into customers or take  desired action on a webpage. Conversion rate optimization is the process of increase the percentage of website visitors that take a specific action such as submitting a web form, making a purchase, signing up for a trial with the goal of turning more viewers or visitors into customers. Conversion Rate Optimization defers from company to company. To a B2B company, conversion rate optimization may occurred when a website visitor downloads a case study, registers for a webinar or subscribes to an email newsletter. While a B2C company will refer to an inquiry or lead as a conversion. and Ecommerce websites might call an online sale a conversion. 

Pay-per-click is a model of internet advertising used to drive traffic to websites, in which an advertiser pays a fee to a publisher when the ad is clicked. Pay per click is one element of search engine marketing. Advertisers select and bid on keywords for which they would like their ad to appear when a query is performed on a search engine. The most common Pay per click platforms exist on Google (AdWords), Yahoo (Search Marketing) and Bing (Microsoft AdCenter)

Pay Per Lead is an online advertising model in which advertiser measures the cost per lead. Leads can be anything from basic page views to product purchases or new service signups. Leads that generate more revenue generally have a higher PPL.

SEO is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine. Search Engine Optimization may involve editing website code, adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages. 

SEM is the wider discipline that incorporates SEO. SEM includes both paid search results (using tools like Google Adwords or Bing Ads and organic search results (SEO). SEM uses paid advertising with AdWords or Bing Ads, pay per click (particularly beneficial for local providers as it enables potential consumers to contact a company directly with one click), article submissions, advertising and making sure SEO has been done.